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Eastern Bank launches “Here, you’re first.SM” marketing campaign

New tagline emphasizes bank’s reputation for putting its customers and community first

BOSTON, April 1, 2013 – Eastern Bank today unveiled one of its largest marketing campaigns in the company’s 195-year history with a new tagline, “Here, you’re first.SM,” which reinforces the bank’s commitment to putting the needs of its customers and community first.

Hereyourefirst.com, a new website launched today, showcases some of the new advertising and includes the bank’s Facebook and Twitter feeds so customers can interact with the bank in real time. The site also features direct links to contacting customer service representatives and locating retail banking and insurance offices.

The campaign will be anchored by five new 30-second television commercials, but also includes billboard, newspaper, magazine, online and mobile advertising.

“Eastern Bank has always prided itself on providing excellent customer service – it’s what sets us apart from every other bank in Massachusetts,” said Richard E. Holbrook, chairman and CEO of Eastern Bank. “The tagline ‘Here, you’re first,’ is a natural extension of what we have been doing for years – putting the customer first.”

“First Things First,” a 30-second TV commercial, debuts today during Opening Day on the New England Sports Network (NESN). Another television commercial launches later this month and speaks to Eastern Bank’s unwavering commitment to supporting small business. The campaign was developed with the bank’s advertising agency, Conover Tuttle Pace of Boston.

The campaign focuses on five pillars of Eastern Bank’s brand:

  • • Commitment to providing free checking accounts;
  • • Award-winning customer service;
  • • Status as the No. 1 Small Business Administration (SBA) lender in New England;
  • • Investments in new technology such as Mobile Banking with Mobile Deposit;
  • • Investments made in the community.

About Eastern Bank
Founded in 1818 and based in Boston, Eastern Bank is the largest independent and mutually owned bank in New England, with $8 billion in assets and more than 90 branches serving communities from the Merrimack Valley to Cape Cod. Eastern Bank offers banking, investments and insurance all under one roof, and prides itself on working harder to understand its customers’ needs so it can deliver these services in a committed and personal way. Eastern Bank includes Eastern Wealth Management and Eastern Insurance. For more information, visit www.easternbank.com, www.facebook.com/easternbank and www.twitter.com/easternbank.

For more information, contact: Andrew Ravens, Public Relations, Eastern Bank, 781-598-8528, or e-mail Andrew Ravens.